Jeni Cross who is a sociology professor at Colorado State University, talks about the three Myths of Behavior change. In these notes below I’ve ignored the SOM jargon and instead written about how the research applies to values. I could find five main takeaways from the 3 Myths.

MYTH 1. Information is enough to change behavior.

If we speak to what folks value by making things tangible, personalized and interactive this is far more likely to change their mind than simply supplying them facts.

Also, because folks are also loss averse, that is, they don’t want to lose value they already have, they are far more likely to change their behavior if it means they won’t lose value.

MYTH 2. Changing attitudes changes behavior.

You can actually set qualitative behavioral expectations to change behavior and attitudes.

You can also change behavior by speaking to what folks already value.

MYTH 3. Folks know their values.

Social norms influence behavior far more than folks give credit for. If you speak to folks value of social norms, then you’re far more likely to change their behavior than they give credit for.